I used one in Squamish a few weeks ago for a toprope gear anchor. It was nice. I wouldn't carry it on an alpine rock climb; a standard cordelette is more versatile and lighter. I would worry about extension of the strands if a piece blew; the anchor I set up was pretty phuckin' bomber.
All in all, useful in certain situations, not it others.
Greg W
P.S. To answer the question, of course it's a gimmick, fuck-o. Why do you think they're pushing it?